I'm Not Sure AV Companies Actually Need a CRM on Top of Rentman or CurrentRMS.

What I Think Most People Assume

A lot of AV companies are looking at adding a CRM on top of their RMS system. Something like Rentman or CurrentRMS is already running the operations side. Then a CRM gets added for sales.

On paper, it makes sense. The thinking usually goes:

CRM manages leads and pipeline
RMS manages projects and equipment
Everything becomes more organised

And to be fair, that can happen. But I don't think most people think through what's actually required to make it work properly.

The Bit Nobody Really Talks About

CRM systems are usually low cost. That's what makes them attractive. But in my opinion, the real cost isn't the software. It's everything needed to connect it to your RMS system.

Because if those two systems don't talk to each other properly, you create a bigger problem than you solve.

What Actually Needs to Happen

If you're going to run both systems, this is what I think has to happen:

A lead comes into the CRM
That lead needs to be pushed into the RMS automatically
When a quote is created in the RMS, the CRM should reflect that
When a job is won, both systems should update
When deposits come in, that should be visible at a high level

That's the ideal. And technically, it's all possible. Most systems have APIs and webhooks that allow them to talk to each other. But someone has to build that. And more importantly — someone has to maintain it.

The Real Question Nobody Asks

What happens when it breaks? Because it will break at some point. API changes, webhooks fail, data doesn't sync properly.

Now someone has to notice it, fix it, and test it. And depending on how it's built, that could take hours… or days.

Who is responsible for keeping this working? Because if nobody owns it, it won't last.

What Happens in Reality

I think most companies follow the same pattern. At the start: everyone is excited, the CRM is used properly, data is clean, pipeline looks great.

Then a few weeks go by. People get busy. Quotes need to go out quickly. The RMS becomes the priority again. And the CRM? It stops getting updated. People fall back to what's easiest.

In my opinion, if the connection between the CRM and RMS isn't automated properly, you're probably looking at about a month before people stop using it consistently.

The Role I Think Is Critical

If you are going to do this, I think you need a CRM champion. Usually a sales manager. Someone who is responsible for:

Making sure leads are followed up
Tracking meetings
Monitoring quotes
Keeping the pipeline accurate

Because without that, it fades. But even then, you have to ask: do they actually have the bandwidth to do that?

Where I Think It Could Work

I think it works better if it's kept simple. High-level. Something you actually use. For example — weekly or daily sales check-ins, using the CRM to look at:

What's in the pipeline
What's being quoted
What meetings are booked
What jobs are close to closing
What deposits are coming in

Not too detailed. Just enough to give visibility. Because if it gets too detailed, it doesn't get done. But if nothing is tracked, nothing improves either.

One Simple Thought

Before You Add a CRM

Make sure your core system (your RMS) is working perfectly first. Then decide: do we actually need another system? Or do we need to get better visibility from the one we already have?

Have you tried a CRM alongside your RMS? Did it stick or did it fade?

Related: What to look for in a Rental Management System (RMS) — a practical FAQ for AV companies evaluating their options.